Del Pedido a la Relación

The chief digital officer of a fictional Spanish household-appliance maker has one year to turn 520,000 connected households, who buy an appliance about once every ten years, into a continuing relationship. Stage 1: a connection model for each kind of household (laundry, kitchen, climate): respond when asked, a curated offer, coaching or automatic execution.

Stage 2: devices, the customer data platform and the privacy rules. Stage 3: how to use what it learns, the technical service and the offer (on demand or a care subscription). Stage 4: a magazine article on the data the app collects, independent repairers asking for appliance data, and retailers who fear losing their customers.

Every interaction produces data; consented data improves customisation, which raises how often households come back (the flywheel); trust decides how many households keep sharing their data and stay connected, so pressure, lock-in and data taken without consent slow the wheel down.

The model is deterministic: fixed effects on a relationship index, a data index and a trust index, a one-off cost and an annual cost; trust sets the connected share, the connected share gates the usable data and the years a household stays, and the repeat rate and the connected share set the value of a household and of the programme over three years.

The score combines the quality of each decision with four outcomes (repeat rate, trust, usable data, value) and is capped when a decision breaks the law (usage data shared with third parties without consent, users refused access to the data their appliances generate). Inspired by published research on connected customer relationships. Spanish (primary, peninsular register) and English.

Una simulación avanzada para participantes acostumbrados a trabajar con los principales marcos y dilemas de la materia, pensada para formación de directivos y profesionales con experiencia.